Macromarketers as Educators: Commentary on “Introducing Holixec Education”

The proposed “holixec” education model of Wided Batat is critiqued in this commentary. While it has a strong general aim, and provides considerable basis for continued pedagogical innovation in macromarketing, its arguments miss what is already being done by macromarketing educators. The model's underpinnings also miss elements of what macromarketing represents. As a guide for educators, however, it asks important questions that should not be ignored.